How do you explain to Gen Z that when we talk about Vaseline, we're talking about a one-of-a-kind jelly that's useful in countless situations?
The answer is simple: by never talking about Vaseline.
The only way to win this game was to play the one card that is unpredictable, yet versatile and ironic: the jolly.
"The Jolly Jelly" is the campaign that showcases the 101 uses of Vaseline through 101 brands, 101 packages, and 101 advertising campaigns, created solely to hide Vaseline behind every product and organize one of the biggest pranks the advertising world has ever seen.
In a world where buying endless products is becoming as pointless as it is widespread, we simply rode the wave. Every product, every package, every campaign is actually a humorous and clever way to show people that, no matter how much brands try to convince us that we need something new, nothing will be more convincing than Vaseline: it’s not just another product on the market, but the most iconic and multifunctional jelly of all time.